The UK salad season is a key focus this year with beautiful farm photography highlighting the natural freshness of the product. The photography has been supported by case studies around individual farms and farmers as members of The Fresh Prepared Salads Producer Group seek to show the 'human face' of the industry and the care, attention and expertise which goes into salad bag production.

Air miles and the environment are issues at the forefront of consumers' minds. As such the campaign draws attention to the fact that around 93% of fresh prepared bagged salad leaves will be harvested from salad growing regions across the UK during the season which traditionally runs from May through to September/October. It also makes emphasis of the fact that they are grown outdoors, not in heated greenhouses, reaching the supermarket shelf in as little as 24 hours. The benefit of the sun in boosting healthy antioxidant levels, nutrition and five-a-day are also important messages.

Backed up with advertorials, recipes and media relations, the campaign also continues its work to dispel the myths surrounding the production process.

Further tests carried out this year by The Fresh Prepared Salads Producer Group have shown that the use of modified atmosphere packaging (MAP) has no detrimental effect on the nutritional content of salad leaves. This is information the campaign will utilise in its communication with the media.

A study has been conducted into the nation's picnicking habits positioning bagged salads as an ideal picnic food, easily transportable, convenient and healthy. This year will also see the launch of 'Salad Bag Art', an online competition. The initiative backed by findings from a survey into children's eating habits is designed to show that children are more likely to eat their greens if they are allowed play, interact and familiarise themselves with food items.

Kip Winter-Cox of Bakkavör, a member of The Fresh Prepared Salads Producer Group says; "The continued aim of the 'Bring on the Salads' campaign is to encourage consumers to reach for a bag of salad at the supermarket safe in the knowledge that it is a responsibly produced product and that they are making a healthy and tasty choice."